The Consumer Decision Making Process explains the steps consumers take when purchasing a product/service. These steps include: Need recognition, Information Search, Evaluation of Alternatives, Purchase, and Post-purchase Behaviour. (8 Marks Total) 1. Durham College has multiple target markets. Please identify two target markets - be specific! (3 Marks, 1.5 Marks per target market) 2. If you were a marketing manager at Durham College, you would want to utilize your understanding of the Consumer Decision Making Process to successfully influence your selected target market. Choose one target markefrom question 1 above and walk through each step of the Consumer Decisio Making Process by describing two tactics per step the college would use to influence the target market. (5 Marks) JC's Cannabis Shop, a small single-location business in Brooklin, Ontario, is exploring its customer's behaviour. The business has decided to do some primary and secondary research to learn about their consumers. (10 Marks Total) 1. What should their research objective be? (2 Marks) 2. Design the Research Plan: (5 Marks) 3. What is your rationale for the research plan design? How does it fit with your research objective and the size/industry of the business? ( 3 Marks)